Despite the rise of influencers pushing out skincare advice and the concern that we’ve had enough of experts, more than a 36% of women in a study by Avon said that a dermatologist or doctor would be the person they trust most to help them best care for their skin.
Avon’s Future of Beauty Report: Skincare edition 7,000 women across seven different markets to see how skincare desires differ from country to country.
Globally, 97% of women use skincare to ensure health and wellbeing, and 97%. Anti-ageing is still a concern at 92% globally, but interestingly it is not the be all and end all for skincare choice.
This trend first appeared in Avon’s 2022 Power in Ageing report, where half of women agreed that the pandemic had made them realise their health is more important than looks (50%) and nearly three quarters (72%) said they wanted to focus on looking healthy rather than young as a result.
Broken down by country, the UK are the least trusting of any source, with 22% saying they do not trust anyone when it comes to skincare advice.
Dupe culture
As the cost of living continues to rise, the quest for value has led to “dupes” — or products that seem to replicate big names and more expensive beauty products at a much more affordable price — becoming more popular.
While nobody is averse to a bargain, Millennials and Gen Z are spearheading the trend, with 64% of UK Gen Zs agreeing that using dupes are a good way to save money.
Globally, across all ages and income brackets, 63% of women prefer a slimmed down skincare regime using a maximum of three products.
Sustainability
Nearly two thirds (62%) of women said they would be prepared to pay more for a skincare product that was more sustainable. When asked for their reasoning, three-quarters of women across the globe (75%) said they believed that by paying more, they were getting a better-quality product, while 37% said that they felt by paying more they were doing something ‘good’ for the planet.
However, there was also a very strong sense that consumers shouldn’t be footing the bill; almost half (49%) of women who said they wouldn’t pay more felt that brands should take on the cost of producing more sustainable products.
Avon’s Future of Beauty Report: Skincare edition reflected the cultural, economic, and societal views of 7,000 women across seven different markets and how skincare desires differ from country to country.
Katarzyna Lato-Jablonska, head of package engineering at Avon said: “It’s an essential part of our business strategy to continue trialling sustainable technologies as well as investigating renewable and regenerative ingredients for formula and packaging.”